Are You Finding the Best People? They are usually employed - and seldom looking

By Paul Feeney Managing Director, Sanford Rose Associates - Wayne | February 22, 2010

The Wall Street Journal recently confirmed what many long have suspected - namely, that "Online job boards have lost their cachet." (July 12, 2005) Why?

According to the Journal, they are yielding "landslides of r'esum'es" that mostly come from unqualified candidates.

"The trick - something that executive-search firms and headhunters have known for decades - is that the perfect candidate is usually working happily at a desk somewhere."

The Journal is exactly right.

There are two types of job candidates, in the parlance of professional recruiters. The first is the so-called "active" candidate, who is either seeking new employment or at least wanting to test the waters. Active candidates may or may not be employed. The "passive" candidate, by contrast, is certainly employed and too engaged in his or her work to be actively looking.

While there is nothing wrong with the active candidate (and we would disagree completely with those recruiters who regard them as "damaged goods"), it is a poor recruitment strategy to limit one's search to the active candidate pool. And that, unfortunately, is the great limitation of job boards and corporate websites, whose portals are open 24/7. They are directed primarily at those individuals who need or want to find a new job. Moreover, those in need of new employment tend to be less discriminating in responding to opportunities, meaning that there will be many responses from those who are under or over-qualified. To make matters worse, the more popular your company is as a place to work, the more useless r'esum'es it is likely to receive.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.